While Razorpay and Stripe are in talks to partner with analytics platform 16Metrics, to provide them richer data on individual customer profiles and segmentation, PayU through its acquisition of Citrus Pay has developed an internal analytics team specifically catering to merchant's customer data through which the platform will offer a pay-later option to customers in the next two weeks.

"Our API-based data is being shared with 16Metrics, through their analytics services, built on top of this, they make sense of the merchant's customer base. It's necessary to get the merchant's consent before sharing this data with a third-party service provider like 16Metrics. They will develop everything from individual customer profiles to further segmentation ranging from repeat customers to average order value and so on," said Rishav Kumar, business development officer at Razorpay.

According to Kumar, this is an industry norm for payment gateway companies prevalent in the west. "It's only a matter of time before other payment gateway players in India partner with third-party analytics services or form dedicated teams to under stand the behaviour of the merchant's customer base. Within four years, this is likely to be very common in India," he said.

Over the past one year, PayU through its acquisition of Citrus Pay has developed an internal analytics team that is dedicated to segmentation of merchant's customer base in order to come up with easier credit options for repeat customers.

"We are seeing 12 lakh transactions taking place every day and want to provide the merchant's customer base with easier credit options. Around 20% of all payment transactions in India fail usually because of network issues. Through this pay-later option we charge the merchants a specific fee, but it's an interest free and quick option for the customers," said Amrish Rau, CEO of PayU India.

This pay-later option is similar to former Visa CEO Joe Saunder's fund, Green Visor Capital-funded Simpl. The Mumbai-based player provides an alternative for using credit cards or net banking each time an online purchase is done through any of their merchant partners. The merchants, ranging from BookMyShow, Faasos and FreshMenu offer the Simpl's pay-later interest-free option to their loyal or frequent customer base with a monthly limit of Rs 5,000.

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